How a copywriter can get direct mail envelopes opened

Ivan Levison —
Direct Mail, E-mail and Advertising Copywriting

-------------------------------------------
THE LEVISON LETTER
-------------------------------------------

Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting

October, 2004
Volume: 19 Number: 10

=====================================
How a copywriter can get
direct mail envelopes opened
=====================================

No letter can persuade, convince, or sell if it doesn't
get read. That's why, in direct mail, the very first job
of the copywriter is to get your envelope opened.

I have no illusions that this is an easy task. All I have
to do is think about how I open my own mail to realize
how quickly a potential profit-builder can turn into
junk.

When I go through my mail I become a kind of Las Vegas
blackjack dealer, dealing the letters onto appropriate
piles. The magazines go here, the bills go there, the
personal letters get read immediately, and of course I
check out the endless solicitations and offers, deciding
which make the sale and which become junk mail. Here's my
method for deciding what gets thrown away:

Any letter from Barbra Streisand or Charlton Heston goes
on the junk pile. (We were never really that close). Any
"special opportunity" or chance to become incredibly rich
has no appeal whatsoever. Any sweepstake, game or instant
winner is an instant loser. Checks that aren't checks and
prizes that aren't prizes earn my instant and intense
enmity.

What does work on me is probably what works on you -
benefits!

That's what belongs on envelopes and gets them opened. If
the copywriter can prove to readers that the contents
of the package contains some useful information, you will
get them into the package and at least get a shot at
selling them.

Here are some battle-tested copywriting tips and
techniques that can help make YOUR envelope a winner.

And now, the envelope, please . . .

* * * 1. Don't feature your corporate name and address if
it doesn't mean anything to the reader

For example, there's a good chance that the words
"Quicken" or "QuickBooks" means more to prospects than
the name "Intuit." That's why it's O.K. to put your
corporate name, return address, and logo on the back of
the envelope.

NOTE: Did you know that the only time postal regulations
require you to include identification on the envelope is
when you're mailing at the low rates available to fund
raisers?

* * * 2. Load up your envelope with copy

There's no law that says teaser copy has to be just one
line long. A while ago I completed a direct mail package
for SunSoft that featured teaser copy fifty words long.
Yes. That's a lot. But I was confident that our carefully
targeted readers would be interested in the benefits of
Solaris software. On that basis we made the decision to
be aggressive on the envelope. It worked just fine.

* * * 3. Don't use any teaser copy at all

This is the exact opposite of the advice I gave you in #2
above. So why the complete contradiction? Because there
ARE times when a blank envelope will work just fine.

If there's no writing on the envelope the reader HAS to
open it in order to check out the contents.
Which works best? LOTS of copy or NO copy on the
envelope? There simply isn't the space for me to answer
this in detail, so let me leave you with this general
rule: For most purposes, when you're mailing bulk
rate, give envelope copy a shot first.

* * * 4. Try using a different size envelope

If you're locked in to using #10 envelopes, try testing
another size. The obvious choice is the 6 x 9 format but
consider using a 6-1/2 x 9-1/2.

It's a standard size too, and only costs a little more.
Anything you can do to stand out from the other letters
in the pile is a plus.

* * * 5. Give a window envelope a try

Very often a window envelope, with the personalized
Business Reply Card showing through, will pull better
than a closed face envelope. Consider giving this a test.

* * * 6. Use more than one window

There's no law that says an envelope can only have a
single window. Sometimes a little second window can be
used to grab the reader's attention. When should you use
an extra one or two windows? When you have a four-color
brochure or reply device, and can let some of the
provocative copy peek through. Don't settle for what
you've always done in the past. Stretch yourself and
test something new. Who knows? It just might be a real money-maker!

* * * 7. Use the space on the back of the envelope

A lot of the envelopes I see completely ignore the back
surface.

This can be a mistake. You see, you never know how your
package is going to fall on someone's desk. That's why it
makes good sense to use both sides of the envelope if
your printing budget permits.

A final word . . . the envelope really is one of the keys
to success in any mailing, and I urge you to create one
that works. Sure, the letter does all the hard selling,
but if the envelope never gets opened, the greatest
letter in the world will go unread. Test some new
envelope copywriting approaches and see how they work for
your company. You could be in for a pleasant surprise!

=====================================
How To Get In Touch
=====================================

Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

=============================================
How To Subscribe/Unsubscribe
=============================================

SUBSCRIBE FREE to The Levison Letter at
http://www.levison.com

UNSUBSCRIBE by sending a Reply to this message with
just the word unsubscribe in the subject line.

IMPORTANT: Your subscription information will NEVER
be traded, sold, or used by anyone else. That's a personal
promise.

Recent Back Issues of The Levison Letter

Enter and click "Go"

Email:

Click Here to see back issues of The Levison Letter